Vegan launches power up in 2018

MANCHESTER – 11th April 2018: The proportion of consumers following vegan diets is on an upward curve, and this is being increasingly reflected in product launch activity in the FMCG arena, according to the latest figures from Gama Compass.

Data from for the first few months of 2018 shows that as many as 9% of new consumer goods launches are now promoting a ‘vegan’ claim, up from 3% in 2015 and 5% in 2017, while ‘vegetarian’ claims have made it onto 12% of all launches so far in 2018, versus 7% – 9% for each of the years from 2014 to 2017. Elsewhere, meat substitutes have become a key growth category, representing more than a quarter of all meat, fish & poultry launches in 2017 and 2018 to date, compared to fewer than 10% in the preceding two years.

“The rise of veganism as a dietary preference is a readily observable phenomenon in many countries, and this is increasingly being reflected in the claims being made about new products hitting the market in a whole host of product sectors”, commented Gama editorial director Tom Warden. “If initial indications are to be believed, 2018 could well turn out to be a high watermark for vegan claims in product innovation terms, highlighting not only growing ethical awareness among certain consumer segments, but especially ongoing interest in ‘clean’ and ‘healthy’ eating, with vegetable and plant ingredients being increasingly prized for their ‘pure’, ‘natural’ and ‘low carbohydrate’ qualities across a broad range of products and categories”.

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